Sales Manager Job Description: A Complete Guide

What happens when a great salesperson becomes responsible for an entire team's results?

Imagine starting your Monday morning with a checklist like this:

 Set monthly sales targets

 Review team performance metrics

 Coach underperforming sales representatives

 Meet key clients and strengthen relationships

 Plan strategies to exceed revenue goals

 Recruit and train new talent

Suddenly, success is no longer measured by individual sales numbers alone. Instead, it's about enabling an entire team to perform at its best. That transition perfectly captures the essence of a Sales Manager Job Description. Sales Managers balance leadership, sales expertise and strategic thinking to drive team performance.

What is a Sales Manager?

A Sales Manager is a professional who is responsible for leading a company's sales team to achieve revenue goals. They create effective sales strategies, monitor performance, manage client relationships, and provide guidance to team members. By analysing market trends and sales data, they help optimise operations and ensure customer satisfaction while driving business growth through effective leadership.

Sales Manager Roles and Responsibilities

A Sales Manager's responsibilities extend beyond achieving sales targets. They plan how the team will reach its goals, develop team members and address problems affecting sales performance. The exact responsibilities can differ between organisations, but the following are commonly associated with the role:

1) Setting Sales Goals and Targets

Sales Managers establish clear and achievable sales goals for their teams. They may consider previous performance, market conditions and organisational objectives when determining these targets. Clear goals provide salespeople with direction and give managers benchmarks for monitoring progress. 

2) Developing Sales Strategies and Plans

Once goals have been established, Sales Managers develop plans for achieving them. These plans can involve identifying target markets, selecting sales approaches and allocating available resources. Managers should also review results and adjust their plans when performance or market conditions change. 

3) Monitoring Sales Performance

Sales Managers track how individuals and teams are progressing towards their objectives. Monitoring performance helps them identify successful approaches, potential problems and areas where additional support may be required. They can also use sales information to review pipeline performance and improve future planning.

Pro Tip

Don't evaluate sales performance through final revenue alone. Look at the wider performance picture to understand where opportunities are progressing and where the team may need additional support.

4) Coaching and Developing the Sales Team

Continuous development helps sales teams strengthen their knowledge and capabilities. Sales Managers can detect skill gaps and provide training, workshops or one-to-one coaching. They also motivate employees, recognise achievements and create an environment that encourages stronger performance. 

5) Managing Customer Relationships

Sales Managers may oversee important customer accounts or support sales representatives with client relationships. This can involve addressing customer concerns, maintaining relationships and identifying additional sales opportunities. 

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6) Recruiting and Onboarding Sales Staff

Building an effective sales team requires suitable people. Sales Managers may identify staffing needs, participate in interviews and help select candidates. They can also support onboarding to help new team members understand the organisation, sales processes and expectations. 

7) Forecasting Sales and Reporting Results

Sales Managers review sales data and pipeline information to estimate future performance. Forecasts can help organisations make decisions about targets, resources and priorities. They may also report results to senior management and explain performance, challenges and expected outcomes.

Salesperson vs Sales Manager

Scenario: A major opportunity is at risk of being lost.

Salesperson's focus: “How can I close this deal?”

Sales Manager's focus: “Why is this deal struggling, what support does the salesperson need and is the same problem affecting other opportunities?”

The difference lies in scope. Salespeople primarily manage their individual opportunities, while Sales Managers must consider individual deals alongside the performance of the wider team.

Key Skills Required for a Sales Manager

Successful Sales Managers need a combination of sales knowledge, leadership abilities and interpersonal and analytical skills. Here are the key skills required for a Sales Manager:

1) Leadership and Team Management

Sales Managers need leadership skills to guide, motivate and support their teams. They should establish expectations, provide direction and nurture an environment in which team members can perform effectively. 

2) Communication and Interpersonal Skills

Clear communication helps Sales Managers explain targets, strategies and expectations. Active listening and constructive feedback are equally important when coaching employees. Interpersonal abilities also support customer relationships, negotiation and conflict resolution. 

3) Sales and Product Knowledge

Sales Managers need a strong understanding of sales approaches and the products or services their organisation offers. This knowledge helps them guide salespeople, provide practical coaching and respond effectively to customer or team questions. 

4) Analytical and Problem-solving Skills

Sales Managers regularly work with performance data. Analytical skills help them identify patterns, recognise areas for improvement and make informed decisions. Problem-solving abilities are equally useful when dealing with missed targets, customer issues or obstacles affecting team performance. 

Pro Tip

When performance drops, investigate the cause before changing the target. The problem may lie in the sales process, team capabilities, available opportunities or another factor affecting results.

5) Customer Relationship Management

Understanding customer requirements helps Sales Managers guide their teams towards stronger customer relationships. A customer-focused approach can help the team address customer concerns and support longer-term business relationships. 

6) Negotiation Skills

Sales Managers may negotiate with customers, support salespeople during important deals and work with stakeholders across the organisation. Strong negotiation involves understanding priorities, communicating value and working towards commercially appropriate outcomes.

7) CRM and Sales Technology Skills

Sales Managers may use Customer Relationship Management (CRM) systems and other sales tools to monitor pipelines, review customer activity and track team performance. Being comfortable with these technologies can support more organised and data-informed sales management.

Sales Manager Job Description Template

A well-written Sales Manager Job Description should clearly communicate what the employee will be responsible for, what skills are expected and what experience the organisation requires. Before writing one, employers can use this quick checklist:

Hiring Manager Checklist

 Define the purpose of the role 

 Specify who the Sales Manager reports to 

 Identify the main sales responsibilities 

 Define team-management responsibilities 

 Establish expected skills 

 Determine necessary sales and leadership experience 

 Separate essential and desirable requirements 

 Explain how success in the position will be evaluated

Here’s a sample Sales Manager Job Description:

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